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Gastronomics

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2011_11_veggies.jpgFinancial mind Felix Salmon is supremely annoyed at pretentious menus that name every purveyor, farmer, and chestnut salesman and explores how deifying vegetables helps restaurants' bottom lines: "What we're witnessing...is an attempt to get customers to value — and pay premium dollars for — basic ingredients...they're effectively trying to make their diners as price-insensitive in the restaurant as they are in the farmers' market." [GS]

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